Title:
EFFECT OF BRAND IMAGE AND ADVERTISEMENTS ON CONSUMER DECISIONS TO WATCH MARVEL STUDIOS FILMS AND DC FILMS IN PALEMBANG CITY

Authors:
M. Liandra Oktavianzah ,Zakariah Wahab and Ahmad Widad ,Indonesia

Abstract:
This research examined the variables of social brand image and advertising on customer decisions. The data used in this study was primary data obtained through a survey of 100 respondents selected randomly in palembangindah mall XXI Theater and using non probability sampling techniques. The study used multiple linear regression analysis which found that brand image variables had a positive but not significant effect while variables advertising had a more positive and significant effect on customer decision watching’s Marvel Studios and DC Films in Palembang city.